The Mysteries and Future of
Websites
Websites have just completed a full circle of a hard struggle,
and somehow survived where other traditional marketing tools and old
principals failed big time. Now the same sites and domain names must face
harsher realities once again, all to ensure high visibility and exposure they
so provide. Today without visibility, on e-commerce, websites are simply
doomed. While billions of web pages poised for the right match, only clashing
into billions of surfing customers are simply flooding each other. Millions of
splashy logos with billions of expensive web pages are all deeply submerged
in this ocean of e-commerce. Customers all over the world are only amused as
they watch the websites struggle to gain attention at a zillion choices per
second. Their mysterious behavior on search engines and the role of
alpha-structures of each and every domain name is now a very big question.
Why?
Boom time, a million domain names a day were registered. Those days,
most unusual, silly and totally dysfunctional names were the sought after
icons of get-rich-quick dreamers of the exuberant populace. 99% of such names
failed. Exhausted or expired such names have now disappeared. While ICANN and
the domain registrars wonder on the disappearance of continual registrations
and renewals, the real question now is the fate of the remaining millions of
business domain names in active use on global e-commerce today.
From its inception, when the genius founders doodled on a napkin and
came up with the big five suffixes: .com, .net, .gov, .edu, .mil, and .org,
and declared "www" as the one and only key to cyberspace, changing
business forever. This weird and strange thing called a domain name costing
pennies in comparison to a trademark registration, was often left to webmasters
or junior staff to play with. Today, if a domain name issue is not being
dealt at a senior boardroom level, then behold the quick demise of that
corporation; from marketing to branding and just about everything else it
does. A URL is the only key that opens the gate to a corporation, its
products, images and identities. There is no other bypass to the URL to access
a website. As the old-fashioned print-driven advertising and branding has
taken the back seat, the marketing and survival strategies for these new
cyber-branding issues are all on the forefronts.
Five New Magical Skills Necessary For Survival
What are Alpha-Structures and why are they killing great websites?
You must be able to decipher how and why your business names are
composed and structured and only then you can achieve your marketing goal?
This process of fine tuned analysis is not a simple routine for English major
or linguists, rather a science and a fine art. Names must go through a
critical analysis under the Laws of Corporate Naming. One must determine the
size, personality, and length plus the choices of alpha character as each
emulates its own unique signals. Are names too short or too long, do they have
the right number of letters, do they fit the personality of your company? Do
your customer recognize your desired message in that name? This skill is a
must for all marketing and branding teams, and is essential for corporate
image management. Complexities of e-commerce and massive duplication of
similar and identical names on the web have made this a tactical exercise.
General branding exercises are not naming analysis. Establish a review and get
all your names properly analyzed, this in not expensive at all compared to
what is at stake. Use professionally designed training available via webinars
and executive workshops
What is "Search-Ability" and why can it keep you in
oblivion?
You can check your name's visibility in a second by entering it
on Google in "quotes". It makes a huge difference where you are on a
search page. Are your names popping up on the first page, somewhere after 10
pages or nowhere to be found? Study search-engine-optimization in great detail.
It's now a brand new frontier. Either your customers can find you easily or
you're simply lost. No amount of money can create a bounce to your expensive
websites or your big budget branding in these times, except your
alpha-structure of your URLs. Only an in-depth analysis will point to the
problems and show methods to fix them.
What is Global "Domainization" and how do you expand
your reach?
How many domain names do you have and why? The art of cyber-branding
now demands sharper skills on domain registrations and their website
management. Multiple domain names create multiple problems in multiple
markets. There are rules to be followed. The power of e-commerce is all hidden
in its access via URL's as there is no other way to get to a page of your
site. Great opportunities are missed by not having a sophisticated naming
system for global cyber branding. Have a proper system in place to manage
global complexity. There are too many fancy services most are flaky, faceless
and without references yet offering strange global registrations and
localization, so be aware.
What is Linguistics and why do they embarrass your international
customers?
Whatever you call a name in one country can mean something entirely
different when it circumnavigates around the globe. How do you tackle such
languages issues? Acquire skills and a deeper understanding of global
communications. Even if you're a regional player, your sites are still visible
and exposed to the entire globe. Cyber branding is an extremely global
phenomenon.
What is "Mindsharing" and how do you win new customers?
Mindshare is more important then marketshare. Customers must allow
a name brand to settle in their minds before they give you cash. Market
positioning is more critical then profit maximization. The human mind is
gravitated towards good names those are end-user-friendly and trustworthy.
With millions of silly and randomly structured names, the mind becomes overly
tired. So, what are good, catchy names and how do you establish them? It
becomes easy once you have the right expertise. Go online and bring in
professional webinars within your entire corporations, this is the most cost
effective way to make e-learning a possibility and this will also bring
harmony in your branding while dramatically increasing your overall marketing
performance.
Conclusion
Big branding has gone for a big sleep, no
need to wake it up. Now the most cost effective way is to handle your
cyber-image using new set of skills and new techniques to turbo-charge your
overall cyber-marketing. The future will be pretty clear when planned today.
See also by the same author, here on Marketing, another article:-
Marketing
Nomenclature, and the Naming of Names | |
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